It's A Mall World For Tourists Here

A Survey Says Shopping Is Top Draw

July 8, 2001|By Tammie Wersinger, Sentinel Staff Writer

Seminole County may be marketed for its natural resources, but shopping is the favorite pastime of its visitors.

A report commissioned by the Seminole County Convention and Visitors Bureau found that visitors spend more money on shopping than on anything else, bringing an estimated $367 million into the local economy last year.

Eating in restaurants ranked second, accounting for $243 million, while gas purchases totaled $161 million and lodging brought in $63.5 million in a 12-month period that ended in March.

Choice Communications Systems spent a year trying to determine the economic effect that visitors -- particularly tourists -- have on Seminole County, as well as who the typical visitor is.

Interviews were conducted April 8, 2000, to March 31, 2001, at Orlando Sanford International Airport, Seminole County hotels and parks, downtown Sanford and tourist attractions such as the Central Florida Zoo in Sanford and Katie's Landing.

The survey found that the average visitor is 38 years old, married, has children and makes an above-average income of $50,000.

"Knowing this helps us pinpoint who we target our marketing toward," said Jack Wert, executive director of the visitors bureau. "It's basically the same demographic as Orange County, so we also are catering to the major attraction visitors."

The survey found that, of $1.1 billion spent during the period by visitors, 64 percent came from people on so-called day trips. Those visiting for the day included anyone older than 18 who does not work or live in Seminole County.

If Seminole is trying to use the survey to evaluate the benefits of tourism, including day trippers could artificially inflate the results, said Abe Pizam, dean of the Rosen School of Hospitality Management at the University of Central Florida.

In the United States, tourists are defined as those traveling at least 25 miles from home, he said.

"I live in Maitland and go to Altamonte Springs two to three times a week to shop and eat," he said. "Am I a tourist? Absolutely not."

Wert said the definition of tourist used in the Choice Communications survey is used by many research companies. Research was not done in malls or restaurants, he said, and that provided for a more complete picture.

This is the second survey Choice Communications has done in Seminole County.

The number of visitors increased 3 percent in the more recent survey period to an estimated 12.1 million and their economic effect grew 2.2 percent.

While the number of overnight visitors -- those staying in hotels -- rose 1.3 percent to 1.1 million, the money they spent for lodging expenses went up 4 percent. The increase in lodging expenses is higher because the cost for rooms went up.

The study found that many overnight visitors are here for extended periods for job training or are here to visit the attractions in Orange County or the beaches.

"We know most of our visitors come for the major attractions, so our job is to try and siphon some of that off," Wert said. "We're a tourist destination within a tourist destination. Our location halfway between Disney and the beach makes it a great place to stay."

Another survey, conducted during the same time period, examined the correlation between advertising by the county, inquires about staying here and actual visits.

In this survey, Choice employees contacted people who had requested information about Seminole County.

From those interviews, it was estimated every $1 spent on advertising resulted in $37 in visitor spending.

It also found that 15 percent of those requesting information end up visiting the county.

One decline, the report showed, was the average amount visitors expected to spend -- $282 a day and $1,044 a trip, which was down from $307 a day and $1,136 a trip a year earlier.

"They're still coming for vacation, but they're trading down. Where last year they stayed in a suite, this year they may be in a budget hotel," Wert said.

"They're still spending money, but they're just not spending as much."